impact of the application of ar technology on e-commerce Assignment | Essay Help Services

This is a dissertation on the impact of the application of ar technology on e-commerce.

The current position, the first three chapters have been completed（introduction、literature review、methodology).

The content of primary research is a quantitative survey.

Please read the completed part of the dissertation carefully（The important part has been highlighted, you do n’t have to read the full article）, and help me complete the finding&analysis and conclusion.

Requirements :

CHAPTER 4
FINDINGS & ANALYSIS (2000 words)

The presentation and analysis of the primary research findings will depend on the design/methods adopted. Raw data should be included in appendices and summary tables and charts presented in the chapter main body.
It is recommended that you analyze the quantitative data collected by using appropriate statistical methods and tools learned during the course, which could be Excel and SPSS.
Present and analyze the findings of each method/instrument separately. If appropriate, combine (triangulate) the findings of multiple methods/instruments to uncover further insights/associations.

CHAPTER 5
DISCUSSION & CONCLUSIONS (2000 words)
Discussion
* Discuss research findings in light of the literature reviewed (e.g. by presenting key themes emerged from your research and assessing who these relate to the literature);
* Identify and discuss managerial implications; 
Final conclusions
* Address research questions and/or research objectives;
* Discuss originality and contribution;
* Discuss research limitations and areas for further research.

Chapter 6 reflective statement 1000 words(based on this dissertation process)

Use Gibbs Reflective Cycle Johari Window Change Curve
• Reflection on your learning and development…focus on how and in what areas both personally and academically you have developed.
• Discuss your strengths and how you have developed these during the writing progress, and in those areas, you consider need development and improvement.
• An evaluation of feedback from others.
• A specific Action Plan

The Transformation of E-Commerce with Augmented Reality
Abstract
Chapter 1 introduction
1. Introduction
1.1 Background
Augmented reality (AR) provides an experience characterized by interactivity
whereby objects in the real world are manipulated using computer-generated perceptual
information which can involves different senses (Wu et al., 2013). Since the earliest AR
system has been invented, this technology is applied in many fields including social media
(e.g. Snapchat) and gadgets (e.g. Google Glasses). In general, there are three main features
defining AR: (i) combination of both the physical and virtual reality (ii) real-time
interaction and (iii) accuracy in the three-dimensional registration of objects that are
physical and virtual (Wu et al., 2013). The main value that AR brings is not simply related
to the display of data but the fact that it helps to provide immersion and sensations for the
individual where they feel as if these computer-generated elements are natural elements
of the environment.
1.2 Rationale
AR is considered the next cutting-edge frontier in the fashion retail industry.
According to a set of data from Citibank, AR commerce will become the most widely
used field of AR technology in the next five years. To date, e-commerce spending in the
Asia Pacific will increase from 3.6% of total spending in 2010 to 31.4% in 2020,
increasing to 290% in 2025, which gives huge opportunities for AR technologies to take
advantage of this “new retail” (Mintel, 2018b). In fact, there are a number of brands have
launched different types of AR applications to support their services.
Brand Type of AR Service Description
ZARA Instore dynamic display When scanning the designated QR code in the
store with a smart device, the customer will see
the dynamic display of the corresponding
product on the virtual model.
UNIQLO AR fitting room Consumers can enter the size of their bodies to
build a virtual model of their own. When
shopping on this app, they can see how the
product will try on the virtual model.
Farfetch AR shoe The app provides different AR model of shoes.
Consumers should use the camera to point at
their whole body or their legs and feet, and they
will see how the shoes look on their bodies.
The emergence of AR technology is considered to revolutionize future online
shopping experiences and offer engaging in-store experiences for customers (Preuss,
2019). The adoption of AR technology within e-commerce and its effectiveness on
consumers has been investigated in several past research. Yim et al. (2017) investigated
the level of interactivity and vividness that AR afforded shoppers in the e-commerce
environment. The study investigated the paths by which consumers evaluated products
through AR as compared to traditional web-based product presentations (Yim et al.,
2017). The findings of the study showed a relationship between interactivity, vividness
and the enjoyment or usefulness experienced by users within a given e-commerce
platform. The responses of users to the application of AR in their shopping expeditions is
important for associated companies to measure impact and undertake improvements with
time.
For instance, there is an increasing shift of shopping from the physical to the online
platforms, where modern consumers have adopted online shopping through their personal
computers or mobile phones. The use of AR is helpful in this sense because its features
can support virtual try-on so that it can help to inform purchases and potentially reduce
product returns (Quoc, 2018). This brings benefits to the organization as well as the
consumers and environment because it reduces the need for transportation. The use of AR
technology has also been associated with better product awareness and development in the
business model. Given the increasing number of retailers on online platforms, AR is
expected to eventually be necessary for the competitiveness of fashion companies. As
such, there is a need to investigate the potential transformations that are already being
observed with the application of augmented reality within e-commerce. The rationale for
the research into AR technology is also important because it can inform fashion retailers
how to allocate their resources efficiently to make the most of AR technologies.
1.3 Research contribution
According to Bodhani (2012), AR technologies have led to huge transformations in the
retail industry in almost the past two decades. The contemporariness of AR technologies
means there are still limited empirical research about the impact that it has on the consumer
behaviour, particularly within a specific industry. Whilst for consumers, this research can
help to accelerate the implementation of AR technology which can enhance their shopping
experiences. Furthermore, the application of AR technology has the potential to contribute
to a reduction in the emissions from the fashion system by increasing the informativeness
of product and brand information to improve consumer purchasing decisions.
1.4 Aim & Objectives
The aim of this study is “to determine whether AR influences the shopping habits of
customers, transforming the very nature of online shopping activities”.
• To identify the applications of AR in the context of fashion e-commerce.
• To create a conceptual framework to investigate the factors in AR strategy
affecting purchasing intention.
• investigate the link between customer experience with AR technology and
purchasing decision using a survey strategy.
• To make recommendations to fashion businesses regarding the use of the AR
technologies and how it can be used effectively to increase positive consumer
behaviour.
1.5 Overview of Methodology
The dissertation is taking a deductive approach, whereby hypotheses will be formed by
past literature and based on existing theories, searching for the regularity and causality
between the research question and result.
This study adopts the positivism epistemological philosophy which highlights that
knowledge can be extracted scientifically. The design of the research instrument will
be used to collect quantitative data which will then be tested using statistical methods
to determine the validity of the hypotheses. An academic literature review will be
adopted to construct questions of primary research. The intended participants of this
research will be Generation Z consumers. These are defined as consumers wo are born
after 1995.This is because the Generation Z consumers are those who were born into a
digital world, such that they would be more familiar with interactivity and digital media.
The design of the survey and hypotheses will be designed using TAM as well as other
factors that have been identified for their relevance on the consumer behavior such as
the hedonism and utilitarianism.
To analyses the data, the statistical package for social sciences (or SPSS) will be used
to perform parametric tests on the data. This includes the use of correlation and
regression, so that it is possible to investigate the relationships amongst the variables
but understand which factors are most important in affecting the consumers purchasing
intention when it comes to AR marketing strategies.
1.6 Overview of Structure
1.The following chapter conducts the literature review to provide definitions and
theories on AR in the context of marketing and explores the past, present and future
application of AR in the fashion industry.
2.The third chapter is the methodology outlining the research philosophy and rationale
for the quantitative survey that has been used to collect data on the consumer attitudes
towards AR during the fashion buying process.
3.The fourth chapter analyses the survey data using statistical analysis.
4.The fifth chapter discusses and interprets the findings and determines their
consistency with past theories.
5.Finally, the conclusion is presented in the sixth chapter, where the limitations and
suggestions for further research are also outlined.
Chapter 2: Literature Review
2.1. Chapter Outline
The chapter aims at reviewing the existing literature and work of scholars on
the subject of Augmented Reality and its application and impact in e-commerce
industry. Also, this section of the paper will give the use of AR in past, present and
future in e-commerce along with identifying the impact of AR on consumer
behaviors.
The economic impact of virtual reality (VR) and augmented reality (AR) is forecast
to amount to $29.5 billion U.S. in 2020 (Statista, 2017). However, the limited and
inconclusive re- search findings in the retail context call for further studies into how
to develop more efficient virtual shopping environments (Bonetti, Warnaby, & Quinn,
2018). Most of the existing literature analyzes the difference between AR commerce
and physical commerce and the context used by AR commerce. However, most
literature studies have analyzed AR technology itself and the functionality. There are
limited research on the relationship between the use of AR application in e-commerce
and consumer insight.
Therefore, the research in this paper is progressive. First, analyze consumer
acceptance of AR in e-commerce. Secondly, by proposing hypotheses to verify the
consumer acceptance of AR in e-commerce, and investigate the impact of AR
application in e-commerce.
2.2.Introduction of Augmented Reality
Augmented Reality is the application of information technology, which is used
to show the virtual images of the real world with the help of different devices like
computer and smartphone. When an individual experienced it by using these devices,
it seems like that they are interacting with the real world, but in the virtual mode (Yim,
Chu, and Sauer, 2017). In short, it is the combination of objects in both physical and
virtual forms. With the integration of internet to AR technology, the data transmission
and manipulation amongst applications is also made more accessible (Yim, Chu, and
Sauer, 2017). This has also enabled the companies to create cloud-based AR
applications which are highly capable. Such applications store virtually integrated data
in cloud databases, and efficient manipulation helps the application to provide sufficient
data for the user. This technology has applications in education and e-commerce
industries (Márquez and Ziegler, 2017).
As cell phones change the scene of businesses by showcasing them as ecommerce
and has answered about up to 34% of all arrangements in web-based
shopping by 2016. AR has been in the market for the last six decades, but the last two
have been most progressive for the development of this technology. This can be
identified from the Google’s AR trend, which shows 400 percent increase in interest of
AR usage among consumers (See Figure 1) (Richter, and Raška, 2017). The use of this
technology has been proved for more usage and more feasible attempt. This is reducing
the cost redundancy, time complexities and resource mishandlings. With advancements
in this technology, the company are looking forward to more innovation and
achievement in this domain (Cao and Wang, 2017).
Figure 1: Google Trend Data portraying 400 percent Increase in the usage of AR in the Last
Decade (Richter, and Raška, 2017).
2.3.History and evolution of AR application
With the help of augmented reality, E-commerce is gaining popularity day by day
(Nakazawa, et al., 2017). Many people and company owners are using AR so that their
goods would sell at the high market rate. Take an example of a famous company IKEA
which uses augmented reality, and now it is popular all over the world. IKEA is a
famous company that sells its goods utilizing E-commerce. With the help of IKEA,
customers can look at how the furniture will look in their house (Alves, and Reis, 2020).
In this way, it changes the e-Commerce a lot. Another way that internet business dealers
use AR is to give an energizing client experience. Game dealers use AR frequently to
associate with clients (Cao and Wang, 2017). A prime case of this is “Pokémon GO!”,
which utilizes AR to acquaint Pokémon characters with this present reality. While the
experience does not have any physical items to get, it allows clients to burn through
cash on in-game buys. Numerous dealers follow this equivalent model to encourage
online buys without the need to convey physical items to clients (Elradi, et al., 2017).
2.4.Influence of AR in the Fashion Industry
The behavior and lifestyle are ought to be modifying in response to economic,
social and technological changes (Wahlen and Laamanen, 2015). Hence, it has been
evaluated that “Fast Fashion” has intensively modified the retail industry, and in
return has forced the shopping behavior and habits of consumers to change (Rosa,
2013). Correspondingly, the retailers, for instance, H&M and Zara have been
continuously replenishing their goods in their outlets and stores, all of this has been
the outcome of rapid change in the fashion industry. Due to this system, the
consumers are influencing towards rapid purchasing behavior, which provokes them
to buy the new products before they would go out of stock (Black, 2008). Through
this rapid consumer behavior, the growing demand of consumers could be reflected in
purchasing fashionable and affordable styles inspired mainly by luxury and premium
brands.
Thus, E-commerce has been recognized to be the primary technique or tool for
offering an irreplaceable, unique as well as a modern-era platform of retailing (Chen,
2009). Since the consumers are now becoming more inclined towards the online
goods that brands have in their stores this insight is available to them via their online
websites, social